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TRIUMPH COMMUNICATION CAMPAIGN 2008 DECEMBER 2007


1 in 4 women wear an ill-fitting bra.


THE CHALLENGE


THE CHALLENGE

In 2008, Triumph will introduce a new positioning and a new identity. Thus, Triumph Portugal challenged Bug Advertising to devise its new communication campaign for 2008, above and below the line.


THE UNDERWEAR MARKET


THE UNDERWEAR MARKET

The Portuguese Scenario » In Portugal since 1961,Triumph is the market leader with an awareness rate of 98%. » It has 700 points of sale, mainly traditional retail, and 30 own-brand shops.


THE UNDERWEAR MARKET

The Portuguese Scenario » Change of scenario in the last 10 years. » A change from traditional retail to a more dynamic panorama. The traditional retail has lost its strong position. » The “clean and fashion look” shops are winning the race to the traditional and “stuffed” shops - “retrosarias”.


THE UNDERWEAR MARKET

The Portuguese Scenario » Opening of more fashion-driven, variety-oriented shops of brands such as Oysho, Women’secret, Intimissimi and DIM, this last a veteran in this fashion and variety trend. » Availability at hypermarkets of a range of brands associated with comfort, contemporaneity and affordability, contributed to a change in mentality towards underwear.


THE UNDERWEAR MARKET

The Portuguese Scenario Âť So, we are witnessing a change of mentality: - Underwear is looked upon as a fashion accessory that one should renovate each season. - Women prefer to buy underwear on brand shops and hypermarkets. - Women see underwear as a fashionable accessory that changes with the sense of the moment and the loom of the season.


CHANGE OF SCENARIO From stuffed shops…

THE UNDERWEAR MARKET


CHANGE OF SCENARIO ...to clean, trendy shops.

THE UNDERWEAR MARKET


“I need a bra...” is changing to “I WANT that bra...”


THE LOYAL TARGET vs. THE POTENTIAL TARGET


THE LOYAL TARGET: 40/60y-OLD WOMEN


THE LOYAL TARGET 40/60y-OLD WOMEN

» privilege Triumph’s comfort, quality and credibility. » know that wearing Triumph guarantees them the comfort and well being they need on a daily basis.


THE LOYAL TARGET 40/60y-OLD WOMEN

» appreciate feeling comfortable in their seductive nature.

» buy in traditional retail. » are loyal to brands and their “usual shop”. » are sensitive to loyalty programs.


THE LOYAL TARGET 40/60y-OLD WOMEN

» trust in Triumph’s strong presence in the Portuguese market. » admire its fabric, shapes and innovation, and appreciate its perfect fit. » trust the brand, therefore will be receptive to its new more trendy, emotional and fashionable profile.


THE POTENTIAL TARGET: 15/39y-OLD WOMEN


THE POTENTIAL TARGET 15/39y-OLD WOMEN

» are attracted to variety, fashion and innovation factors. » buy

underwear like a fashion accessory. A bra has the same emotional value as shoes, a necklace, a hat or a belt.

» buy at own-brand shops and hypermarkets, where they can find the latest collections and trends at affordable prices.


THE POTENTIAL TARGET 15/39y-OLD WOMEN

» want comfortable, trendy and good-looking underwear. » find extreme quality of fabric, cuts and materials not so important. » like to feel great with the lingerie they’re wearing, even if not “detectable” from the outside. » Lingerie is, definitely, a fashion statement.


COMMUNICATION OBJECTIVES


COMMUNICATION OBJECTIVES

» Rejuvenate the brand

» Come closer to the brand’s potential target

» Differenciate and create an emotional territory


THE UNDERWEAR PLAYERS


WOMEN’SECRET

BRAND PERSONALITY


WOMEN’SECRET

BRAND PERSONALITY

» Trendy » Informal » Affordable » Close to you » Fresh » Surprising


OYSHO

BRAND PERSONALITY


OYSHO

BRAND PERSONALITY

» Trendy » Cool » Fast forward » Young at heart » Comfortable » Close to you


FIGFORT

BRAND PERSONALITY


FIGFORT

BRAND PERSONALITY

» Démodé » Classic » Feminine » Trustworthy » Discreet » Traditional


INTIMISSIMI

BRAND PERSONALITY


INTIMISSIMI

BRAND PERSONALITY

» Sexy » Comfortable » Feminine » Close to you » Exclusive » Intimate


DIM

BRAND PERSONALITY


DIM

BRAND PERSONALITY

» Comfortable » Contemporary » Innovative » Dynamic » Close to you » “Parisienne Charmante”


AGENT PROVOCATEUR BRAND PERSONALITY


AGENT PROVOCATEUR BRAND PERSONALITY

» Sexy » Surprising » Dreamer » Teaser » Retro Charming » Fetishist


BELCOR

BRAND PERSONALITY


BELCOR

BRAND PERSONALITY

» Functional » Feminine » Comfortable » Elegant » Classic » Natural


INTIMA CHERRY

BRAND PERSONALITY


INTIMA CHERRY

BRAND PERSONALITY

» Juvenile » Fresh » Comfortable » Creative » Close to you » Easy-going


GEMMA

BRAND PERSONALITY


GEMMA

BRAND PERSONALITY

» Sophisticated » Classic » Innovative » Elegant » Feminine » Alluring


VICTORIA’S SECRET BRAND PERSONALITY


VICTORIA’S SECRET BRAND PERSONALITY

» Glamourous » Contemporary » Proud » Elegant » Innovative » Feminine


LA PERLA

BRAND PERSONALITY


LA PERLA

BRAND PERSONALITY

» Exclusive » Sexy » Dreamy » Provocative » Glamourous » Feline


I WANT

CLASSIC

SEXY

I NEED


TRIUMPH’S SWOT ANALYSIS


STRENGTHS » Credibility » Comfort Perfect Fit » Quality » Strong Awareness

WEAKNESSES » Not seen as a fashionable Brand yet » Not very appealing to a younger target » It lacks a fashionable and updated image » Its own single-brand shops lack awareness and desirability

OPPORTUNITIES

THREATS

» Brand’s Awareness » New Positioning

» Very lovable and affordable competitors’ brands like Oysho, Women’secret, etc.

» New Image

» Too classical collections » there is a risk that the new image will not fit the brand’s profile


TRIUMPH’S NEW POSITIONING


Triumph For confident women that appreciate life. Triumph lingerie is designed to make you feel great.


TRIUMPH’S DIFFERENTIATION


HOW ARE WE GOING TO DIFFERENTIATE TRIUMPH?

» Communicate with consumers in their own language. » Creating intimacy and complicity through emotional experiences in retail and communication. » Intelligent and “straight to the point” communication. » Creating new ambience in retail.


COMMUNICATION CONCEPT


• Concept film


ADVERTISING CAMPAIGN


OUTDOORS


OUTDOORS


OUTDOORS


OUTDOORS


MIRRORED OUTDOORS


OUTDOORS


OUTDOORS


BRAND EXPERIENCES


BRAND EXPERIENCES

1. Restrooms mirror decoration » The clients will feel empowered by Triumph’s Mirrors in Shopping Centers, Cinema, Restaurants, Clubs and Bars restrooms.

An unusual and personalized experience.


BRAND EXPERIENCES

2. Empowering Mirrors in the city. Âť Just imagine town metro stations,

outdoors, elevators at shopping centers with mirrored surfaces that will make you feel empowered‌ Lisbon, Porto, Braga, Aveiro, Coimbra and Faro empowered by Triumph.


BRAND EXPERIENCES

3. Empowered Metro station. » Decoration of Saldanha’s Metro Station at the launch of the advertising campaign. Actors enter the train and announce “Next stop: Cláudia Vieira”. When passengers arrive at Saldanha they see… a station “dressed” by Triumph. Lisbon empowered by Triumph.


BRAND EXPERIENCES

4. Pop-up Triumph Stores. » An itinerant Triumph store, a privileged medium to get in touch with potential clients. » An empowering way of experiencing the brand. » Will be a useful and versatile structure to create awareness at Fairs, Events, Thematic Festivals, and to support the launch of new Triumph stores.


BRAND EXPERIENCES POP-UP STORES


BRAND EXPERIENCES

5. Store Communication.

» 80% of purchase decisions are made at the shelf. So let’s empower Triumph stores…


YOU CENTERED COMMUNICATION


SHOP-WINDOW POSTERS


CHANGING CABINETS - CLOSED


CHANGING CABINETS - OPENED


DISCOUNT LABELS


MIRRORED BAGS


BAGS


BRAND EXPERIENCES

6. Store Dynamization Events.  Loyalty Program Create a Triumph’s Client Card Offer bonus and discounts on special dates (birthdays and holidays) and purchases. Create a database to keep in touch with clients (SMS, Mailing and E-mailing) on special occasions.


CLIENT’S CARD

84


BRAND EXPERIENCES

6. Store Dynamization Events. » Empowering Days Special and theme offers in special dates (Women’s day, Sales, Mother’s Day, Valentine’s Day, First day of Summer, etc), such as a discount, a flower... Theme decorations in the shops. The best clients will be offered a bracelet “Empowered by Triumph”.


SALES SHOP-WINDOW

86


SALES LABEL


EMPOWERED BRACELET


BRAND EXPERIENCES

6. Store Dynamization Events. » Empowering Service Develop an Underwear Consultancy Service: employees will function as fashion consultants, advising clients which size and cut favours them the most, as keeping the promise of the “perfect fit”. This service should be offered as a bonus and, obviously, presented as a plus.

A presente proposta inclui propriedade intelectual, não podendo ser reproduzida ou utilizada para outros fins, sem a nossa autorização prévia. (Dec. Lei 63/85 de 14 de Março)


PRESENTED

TRIUMPH THE 2008 EMPOWERED COMMUNICATION CAMPAIGN DECEMBER 2007

Triumph Campaign Pitch  

Proposal for Triumph Communication Campaign 2008 - Pitch

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